All Posts By

Elise Telford

You’ve Got [Personalized] Mail 📧

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Open up your personal email and you likely have dozens of unread emails promising the best-ever promotions, sales, articles, reports, and more. Dozens of companies are vying for your attention, especially with the upcoming holiday season.

Whether you’re a B2B or B2c company, you’re likely asking yourself, how in the world can our message stand out during such a crowded, busy season?

At Futurety, we’re all about personalization. Each customer has different preferences, purchasing habits, and behavior, so email marketing should be personalized, as much as possible, to break through the inbox. We understand that personalization strategies can vary from something small like including a first name in an email subject line or as large as building out a robust preference center to segment communication preferences.

Here are four key personalization strategies to consider for your 2019 email marketing to break through the noisy inbox.

  1. Website behavior — Did a customer visit your website,  sign up for an account, add two items to their shopping cart and then leave? No problem. A triggered email can be deployed to that customer to remind them of the items they left behind. This could also be a perfect opportunity to use a small promotion to build additional trust.
  2. Purchasing behavior — Just like website behavior, purchasing behavior can be tracked online and offline. This is the perfect opportunity to engage with customers based on their specific and known preferences. If a customer prefers to dine with you over dinner, send them an email when your new seasonal dinner menu rolls out.
  3. Topic interests — For all you B2B companies out there, you can send personalized email based on the content your website visitors are consuming. Did they download a report on the Top 5 Email Marketing Trends of 2019 last week? Send an email 3-5 days later with a similar report on how they can use data to power smarter email marketing. You deliver value based on what you know they need help with.
  4. Time of Day — The time of day an email is deployed can drastically influence open and click-through rates depending on your product, service, and industry. Have a lunch promotion? Deploy the supporting email at 10:30 AM, right around the time the mid-morning hunger kicks in.

According to Experian, brands that personalize promotional marketing emails experience 27% higher unique click rates and 11% higher open rates than those who do not personalize.

So whether you’re a Fortune 100 company with 1 million plus contacts or a startup with a small but mightly list of 1,000 contacts, email personalization has the power to connect deeper, engage further, and convert higher. Smarter marketing is all about next-level customer engagement.

Photo by Samuel Zeller on Unsplash

The Secret Sauce to Next-Level Customer Engagement

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How do customers currently engage with your business? What is the ideal way you would like them to regard your service, offering, or product? The answers to those two questions may differ from each other, maybe not. At Futurety, our team is on a mission to elevate how customers, both B2C and B2B, interact, engage, buy, and talk about your organization or business.

We’ve developed a framework (or pyramid) that divides all audiences into four categories: Casuals, Regulars, Advocates, and Champions.

Next-Level Engagement Audiences
What makes our framework different is that we work to bump each audience up one level (Casuals to Regulars, Regulars to Advocates, and so on). This is done through our data analytics and marketing automation services. To help explain our audience pyramid a bit deeper, let’s imagine your business is a local taco shop a couple of miles from the interstate situated in a nice, quaint town.

Your casual audience interacts with your restaurant every once in a while. They’re on the family road trip and stopping by because everyone needs a bathroom break and they just can’t stomach another bout of fast food. You are on their list, but priorities are priorities and you’re not one of theirs, sorry.

Your regular audience interacts with you frequently enough to collect usable data (score!). They come in on Fridays, attend the local specials, and bring the family every year during the holidays.

Your advocate audience enjoys your spot for themselves but also recommends you to co-workers, family members, the stranger at Starbucks. They bring you up in conversation, convince the office to tend your way, and fall back on your brand even after trying out your competitors just for fun.

And last, but certainly not least, we have your champion audience at the top. Champions pay to promote you — they sing your praises, buy your T-shirts, and run your 5k. They only interact with other brands when they must. They’re super proud, see themselves as part of your community and help bring every other audience category up to where they’re standing!

How do we level up each audience? Futurety creates and executes a cross-channel strategy with exactly the right messaging and targeting to help our clients stand out in a crowded field. Taking customers to the next level doesn’t just happen in a matter of months either. Understanding business goals, analyzing internal and external data, and current market trends will all contribute to mapping out how to elevate your customers.